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The Collective Unconscious and Its Archetypes


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'Archetype' defies simple definition. The word derives from a Greek compound of arche and tupos. Arche or 'first principle' points to the creative source, which cannot be represented or seen directly. Tupos, or 'impression', refers to any one of the numerous manifestations of the 'first principle' (Joseph Henderson, from ARAS Vol.1: Archetypal Symbolism p.viii). Jung himself spoke of the "indefiniteness of the archetype, with its multiple meanings" (Collected Works of CG Jung, 16:497), and had many different thoughts about archetypes throughout his professional life. Just as in the process of using this online site it is helpful to circle around the diverse meanings of a symbol, perhaps it would be helpful to circle around 'archetype' by looking at some of the ways Jung described it in his collected works (volume and paragraph are cited).
An Archetype is an inner guide, which presents us with the deep structure for our experience, motivation and meaning. These Archetypes aid us on our own unique lifeâs journey or pilgrimage. They help us to discover our personal motivations and what gives our lives, brands and business their unique meaning. We encounter Archetypes in a variety of ways, some of the most common through advertising, art, literature, television and the cinema. They invoke a variety of responses that decide how we think and act.


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